The invention relates to a label creating apparatus, a non-transitory storage medium, and a method of label cutting processing. The label creating apparatus cuts a strip from the cutting positions toform labels. The strip comprises a sheet like object and long and thin labels. The label creating apparatus comprises a conveyor, a sensor, a printing device, a cutter, and a controller. The controller is configured to carry out following steps: executing an information obtaining treatment; when a second detection signal is detected, executing a determining treatment; and when a first detection signal is detected, executing a first cutting treatment.